Martin McDonald is the founder of the business consultancy Parallel66 and is a Partner in Join Games Malta, the innovation-driven iGaming Casino products provider. At SiGMA ’17 Join Games will launch the world’s first fully immersive VR iGame for Mobile Smartphones, and with it will kick-start a new era in experiential real money play for iGamers around the globe. Martin has always been fascinated by how technology can be leveraged to do cool stuff that builds business in truly original and connected ways. He has been privileged to work with global and start-up brands, and with International investors to develop emerging communications and technologies around entertainment platforms, in no-fail areas such as top-level motor sport (Formula1, WRC, Class1, P1, and Moto Racing). In recent years he has been advising the senior management of blue chip brands on practical uses of Virtual Reality and other multi-sensory technology in sectors including automotive, gaming, communications, food, luxury and lifestyle.